Lowering Prices, Increasing Touchpoints... Renault's Marketing All-Out Effort Amid New Car Gap

Renault Korea Strengthens Customer Experience Program
Reduces Price and Adds Features to QM6 Main Trim
Adds New Trim and Design Package to XM3
New Model in Development to Launch in Second Half of Next Year
Enhances Connectivity and Maintenance Convenience

Renault Korea Motors is lowering the prices of its main selling models. For some models, they plan to enhance product appeal by adding new trims with different convenience features or introducing new functions. They will also increase connectivity versatility, such as enabling vehicle start via smartwatches.

Stephan Deblaise, President of Renault Korea, held a briefing on the 31st and announced plans to expand the customer experience program with these details. The most attention-grabbing part was the pricing. The QM6, the only liquefied petroleum gas (LPG) model among mid-size sport utility vehicles (SUVs), lowered the price of the base LE trim to 28.4 million KRW, 910,000 KRW less than before. The main RE trim was reduced by 1.95 million KRW to 31.7 million KRW.

Stephan Deleze, President of Renault Korea Motors, is making a presentation at a meeting on the 31st.

The QM6 Quest, available as a cargo model, added a van version priced at 24.95 million KRW. The previously cheapest SE trim was 26.8 million KRW, so this is 1.85 million KRW lower. Since the QM6 has only undergone a few partial changes since its launch in 2016, there is considerable room to reduce the price.

President Deblaise described this price restructuring as a "cost-effectiveness strategy" (emphasizing better performance at the same price range), explaining, "If there were new models, there would be corresponding strategies, but since that is not the case, we are employing an appropriate strategy."

The coupe-style SUV XM3, which is also in demand in Europe, will be revised overall. The XM3 E-Tech Hybrid model will introduce a design package for the 2024 model year that highlights the lower bumper area with gold accents. The 1.6 GTe, which accounts for about two-thirds of XM3 sales, will add a new top-tier Inspire trim. Several convenience features such as ventilated front seats, heated rear seats, an infotainment system, and driving modes have been added. The price is 26.8 million KRW.

Renault XM3 Hybrid vehicle and QM6 displayed in front of Seoul Press Center

The XM3 model year update will include new features such as a 360-degree around-view monitor. The QM6 Quest added under-floor storage to use the lower part of the second row as a storage space.

Connectivity services that were previously available via smartphones for location tracking, vehicle locking/unlocking, and remote start will now also be accessible via smartwatches. The in-car payment service, which allows ordering, payment, and pickup within the vehicle, will enhance customer convenience. A fast-track booking application will also be introduced to make it easier and quicker for customers to bring their vehicles to service centers for repairs or maintenance. It enables real-time monitoring of the nationwide maintenance network. The company plans to hold roadshows in urban areas such as Seoul, Gwangju, Gyeonggi, Daejeon, and Busan until October 9 to allow customers to experience the updated vehicles and services firsthand.

Renault Korea has previously imported some models from the headquarters for domestic sales, but President Deblaise stated there are no plans to do so for the time being. A representative example is the coupe-style SUV Rafale, which Deblaise was involved in developing while at the headquarters. He said, "We could consider importing foreign-produced vehicles like the Rafale, but currently, nothing has been decided, and it is not under review."

Stephan Deleuze, President of Renault Korea, answering questions from the press

Regarding the new car project (Aurora) under development with a target launch in the second half of next year, he said, "Some areas are progressing faster than planned," and expects to complete the prototype next month. However, he noted it is difficult to predict the exact launch timing or domestic and international sales volume. The main marketing points of the new car are expected to be the infotainment system, spaciousness, and design.

Aurora is the project name for a mid-size hybrid SUV developed using the CMA platform from Volvo, a Chinese Geely Automotive affiliate and new shareholder of Renault Korea. It is in the final stages of development with production planned at the Busan plant and a target launch in the second half of next year. The hybrid battery is supplied by LG, and the cooperative relationship is well maintained, according to President Deblaise. Another project, Aurora3, which is reportedly being developed as a pure electric vehicle with a target launch in 2026, has not yet finalized its battery supplier.

This content was produced with the assistance of AI translation services.